The challenge
01
UNO tasked us with bringing its universally beloved brand to the next level of cultural awareness and sales.
The solution
02
We created the world’s first colorblind-accessible UNO deck: UNO ColorADD.
Empathy in spades
UNO has long been beloved for its universal gameplay based on matching numbers and colors. It’s a simple and inclusive game for players of all ages —except for people who struggle to distinguish between UNO’s four iconic colors. In fact, approximately 350 million people worldwide are colorblind.
So Mattel decided to make the world’s most universally inclusive card game even more inclusive by partnering with ColorADD to create a new deck using its proprietary “Color Alphabet” (easy to use symbols that represent colors).
The impact
03
Sales increased 66%
The colorblind-optimized card game opened an enthusiastic, untapped market for UNO. We generated more than 130 articles, 70 broadcast stories from media like ABC, NBC and Fox, and 210M impressions. Our launch coverage even drew the attention of The Smithsonian, which included the deck in an accessibility-themed exhibit touring museums around the globe. It has since been translated into 13 languages, resulting in global market penetration.
